FACTORS AFFECTING LEVEL OF IMPULSE BUYING: COSMETIC INDUSTRY IN K.S.

A PJAEE, 18 (16) (2020)

FACTORS AFFECTING LEVEL OF IMPULSE BUYING: COSMETIC

INDUSTRY IN K.S.A
Dania Lafi ALsahli1 and Manzar Ahmed2
1,2
College of Business, Effat University, Qasr Khuzam St., Kilo. 2, Old Mecca Road.
P.O.BOX 34689, Jeddah 21478, Saudi Arabia.
1
dalsahli@effatuniversity.edu.sa,2mahmed@effatuniversity.edu.sa

Dania Lafi ALsahli and Manzar Ahmed. FACTORS AFFECTING LEVEL OF

IMPULSE BUYING: COSMETIC INDUSTRY IN K.S.A-- Palarch’s Journal Of
Archaeology Of Egypt/Egyptology 17(4), 388-396. ISSN 1567-214x
Keywords: Cosmetic industry, impulse purchasing, Saudi women

Abstract
Impulse purchasing is buying unneeded products. The factors affect the level of impulse
buying are Impulse purchase, factors influencing impulse purchase, visual merchandising,
personal factors, and culturally factor. Different studies have proven that the Saudi women
are the top buying for cosmetics worldwide. This study demonstrates the factors influencing
the level of impulse buying behaviour in the cosmetic industry among Saudis. The study
questionnaire focused on the importance of cosmetic among Saudi females and their
purchasing habit of cosmetic and analysing the correlation between customers’ behaviour and
demographic factors, and investigating the factors affect the level of impulse buying in Saudi
cosmetic industry. The descriptive quantitative method is used in this study and the data are
collected through the online survey. The questionnaires consist of three sections,
demographic, cosmetics purchasing behaviour, and marketing factors affecting the level of
impulse buying. There are 87 candidates participated in the survey and most of them are
college students aging 13 years old or higher. The outcomes had surprisingly presented that
not all Saudi female are impulse buyers and manage their purchasing for cosmetics.
Keywords: Cosmetic industry, impulse purchasing, Saudi women
INTRODUCTION

Impulsive buying defined by Yang, Huang, & Feng that: “a consumer’s

tendency to buy spontaneously, unreflectively, immediately and kinetically”,
which also represents the impulsive buying, is “weakness of will” (Yang,
Huang, & Feng, 2011). Marketing is an influence affecting unplanned
obtaining, as illustrated by that “the mass distribution in supermarket/
hypermarket and self- services outlet with mass sales promotion and point of
sales materials, display, and store location” should be considered as factor
impulse purchasing (Rahman, 2015).

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Indeed, when people buy items that they don’t need, think they might need it,
or even go for unplanned shopping, or because the store has coupons or sale;
they usually buy without consciousness or make an impulse purchasing. As
mentioned by Nooshbadi (2012) that “Impulse buy is unplanned buying and it
is the purchase of an item that the consumer did not plan to get before entering
the shop” (Nooshbadi, 2012). Through marketing, it analyses how people react
to these advertisements, motivates them, and causes them to impulse buy. It
may seem obvious that women tend to buy cosmetic because they care about
their beauty, skin, and their appearance; but all of this doesn't supposed to
impulse buy. It should be planned, measured, and purchased based on their
needs.

Cosmetic plays a major part for women in a way they are looking to others,
perceived, and feel attractive. Indeed, there are many workplaces select
women based on their personal appearance. “Cosmetics matter because they
are a means of self-investigation” as said Patil & Bakkappa (2012). The
cosmetic industry has various factors affecting the level of impulse buying. All
over the word, people become addicted to purchasing; even men concern
about their looks and style. This may due to social changes such as people’s
perception and how they were seen or own become an obsession. It could
because of the development of the technology; in particular, social media such
as Snapchat, Instagram, Path, and other applications.

Men and women are shopping with different motives, perspectives, rationales
and considerations. (Aswegen, 2015). Particularly, Saudi females have the
highest level of purchasing for cosmetic, regardless of their needs and their
income. However, in marketing there, is human or buyer behaviour and these
behaviours should be identified to understand what motivate people and what
effect their purchasing decision. Therefore, this study determining the factors
affects the level of impulse buying makeup product among Saudi women.
These factors help marketing in different ways such as increasing the sales and
spreading awareness among females. This study will illustrates how women in
Saudi Arabia response to makeup products and how it consumed on a daily
basis.

METHODOLOGY
This study is seeking for understanding the factors affect impulse buying in
Saudi cosmetic industry. The study has collected data and pursues to gather
information from people who currently live in Saudi Arabia regarding their
purchasing behaviour for cosmetic products. Qualitative approach is used
because investigating through open-end questions, explanation, and whys are
mandatory in the. All the survey questions are multiple choices; which mean
that the result and the analysed data will be shown numeric, in particularly,
percentages. The design of the survey is descriptive quantitative study since
it’s stating facts about the relation between variables which are the factors and
the consumers’ behaviour in purchasing.
Selected Data Collection
The secondary sources refers to “published or unpublished work that is one
step removed from the original source, usually describing, analysing, derived
from or based on primary source materials” (Primary or secondary sources,
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2017). The second sources had collected from various studies that illustrated
factors of the impulse buying, marketing, purchasing behaviour, Saudi female
purchasing attitude toward cosmetics, and buying cosmetic behaviour. Those
studies were helpful to clarify the outcomes and to understand the buyers’
motivations and the cause of their purchasing decisions. Throughout
integrating a variety of literature studies, whether in Saudi Arabia or
internationally, to understand and determine the factors impulse purchasing.

The data that are collected or recorded from the participants are called as first-
hand information, which is a primary source. The primary source in a
qualitative study usually gathers from face-to-face interview, observation and
discussion on a small group of population (Thomas et al. , 2017). The primary
source in a quantitative study is from evaluation and survey questionnaire. The
most suitable strategy for collecting quantitative data is by using survey
questionnaires, each question in the survey is provided with a variety of
options, from highest to lowest degree, that participants can choose the most
suitable answer which representing the participants. Besides, a questionnaire is
easier, faster, gives privacy to the participants, and can be completed at any
time.

Survey:
The survey questionnaires were created online through a website named
SurveyMonkey. This website aids in organizing the questions for the
participants and the questionnaire link is distributed. The survey had
implemented the Likert scale. “Likert item” is a statement that the respondent
is asked to evaluate in a survey” (Vanek, 2012). Each of these statements
provided with five options which are (Not at all, A little, Moderately, Mostly,
or Fully). These options help the survey to be accurate since that participant
can select the best answers that describe their behaviour to the giving
statement.
Design Questionnaire
The introduction part is outlined at the beginning of the questionnaire, where it
provides the participants with the topic, gives a brief explanation. The
question in the survey is a quantitative approach, which has three sections.

The first quantitative questions consist of demographic sources which

determine the background of the participants. These data will help in
categories the participants according to their age, gender, nationality,
occupation, the level of education, and their monthly income. The age would
tell us about the group of age who mostly buy makeup products than the
others. Similarly, gender will assist in knowing who is purchasing more, since
that men start taking care of themselves, and cosmetic is not limited to make
up products. Additional to that, nationality is important because the study is
focusing on impulse buying in the Kingdom of Saudi Arabia. Occupational
and educational questions are to determine the relationship between the
purchasers and their needs for makeup products. The last question in the
demographic question is the income, throughout this question. The income
will present how much people are willing to spend on cosmetic based on their
monthly income.

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Then, the participants were exposed to the Behavioural Factors Affecting

Level of Impulse Buying questions. This part is to understand the frequently
that participants’ need for makeup and their overall behaviour. This part has
eight questions starting with the frequency do participants buy makeup for
themselves on a weekly basis. Secondly, how much money do applicants
spend on cosmetic products, how frequently do you use the make-up product
on a daily basis, do you consume all of the purchased makeup, and how many
times have bought makeup that you never use. Participants were also asked
how often do they purchase the makeup products to appear like people on
social media, how does makeup change your self-perception and self-esteem,
and how does makeup make you culturally accepted.

The last questions were designed to address the Marketing Factors Affecting
Level of Impulse Buying. The last questions were designed based on the
factors of impulse buying which are as the following:
1. How frequently have you bought new make-up products to break your
purchasing habit?
2. How many times did you decide to buy make-up to change your look?
3. How many times you went to store, and you know what to buy exactly?
4. How many times haven't you decided what to buy when you enter the store?
5. How many times do you buy makeup just because you want to shop
regardless of your needs?
6. How many times do you buy cosmetics because you want to have it, even
though you don’t need it?
7. How many times do you buy makeup products because you had an offer
and/ or promotion?
Participants:
The goal of the participants in this study should be at least 50 responses and
their age are between 20-50 years old, who live in Saudi Arabia; regardless of
their nationality. Although the survey was open for both genders, female was
the most applicable for the study since they tend to purchase more than men in
general and cosmetic products in particular. The total number of participants
in this study is 87. The study conducted in Jeddah, Saudi Arabia. The survey
was distributed via linked from the survey monkey.

RESULT AND DISCUSSION

The survey was conducted for 87 participants aging 13 years old or higher. As
shown in Table 1, ages 20-29 captured the highest number of responses with
58 responses and counting for 66.67% of total responses. Ages 30-39 were the
second highest capturing 13.79%, followed by ages 13-19, 40-49 then 50 or
older capturing 9.20%, 8.05%, and 2.30%, respectively. The female
participants were dominating this survey capturing more than 95% of total
responses. Similarly, Saudis’ have dominated this survey by capturing, also,
more than 95% of total responses.

Table 1. Demographic of the participants

Characteristics Items Frequency (n) Percentage (%)
Genders Male 5 5.75
Female 82 94.25
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Age groups 13 to 19 8 9.20

20 to 29 58 66.67
30 to 39 12 13.79
40 to 49 7 8.05
50 or older 2 2.30
Nationality Saudi 83 95.40
Non Saudi 4 4.60

Fig. 1 shows the majority of respondents are students where they captured
60.9% of total responses followed by, Housewives with 21.8%, Employees
with 14.9% then Business Owners with only 2.3% of total responses. Fig. 2
shows the participant with a college qualification has captured more than half
of total responses where participant with Bachelor degree and Graduate degree
have captured 41.4% and 19.05% respectively. On the other hand, participants
with High school degree have captured 33.3% while participant with less than
high school degree has captured 5.7% of total responses. Fig. 3 shows the
participants with average monthly income up to 9,000 SAR have captured
63.2% of total participant where 28 participants have 0-2,000 SAR monthly
income, and 27 participants have 3,000-9,000 SAR. On the other hand, 25% of
the participants have a monthly income of 10,000-29,000 SAR while 8% of
the participants enjoy a monthly income of more than 30,000 SAR.

2%

15% Students
Housewives
Employees
22%
61% Business Owners

Fig. 1. Participant’s current occupation

6% Less than high

20% school degree
High school degree
33%
Bachelor degree

41% Graduate degree

Fig. 2. Participant’s highest education level

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FACTORS AFFECTING LEVEL OF IMPULSE BUYING: COSMETIC INDUSTRY IN K.S.A PJAEE, 18 (16) (2020)

8%
0 to 2000 SR
32%
3000 to 9000 SR
29%
10000 to 29000 SR
30000 SR or above
31%

Fig. 3. Participant’s approximate average household income

Fig. 4 shows the participant’s cosmetic purchasing behaviour. Majority of

participants don’t buy makeup for themselves on a weekly basis, where
29.07% of the participants do not buy in weekly basis while 41.86% buy
makeup for themselves in weekly basis with a little frequency. On the other
hand, 18.60% buy in a moderate frequency while 8.14% mostly buy in weekly
bases and only 2.33% fully buy on a weekly basis.

Furthermore, the majority of the participants spend little or moderate on

cosmetic products capturing 39.53% of total participants each. The
participants who do not spend on cosmetic products and those who spend
mostly on cosmetic product captured the same share with 9.30% of total
participants each. While, there are 2.33% of the participants spend fully on the
cosmetic products.

Besides that, there are 37.21% of participant use makeup products on a daily
basis with a little frequency. While 29.07% use it with moderate frequency,
15.12% don’t use it on a daily basis, 13.95% frequently use it on a daily basis,
and 4.65% fully use it on a daily basis.

It can be seen from the survey that 40.7% of participants consume little of the
purchased product, 34.88% moderately consume the purchased product,
13.95% don’t consume the purchased product, 6.98% mostly consume the
purchased product, and only 3.49% fully consume the purchased product.

Moreover, there are 46.51% of participant have a little bought makeup product
that they never use, 23.26% have never bought makeup product that they
never use. 19.77% have moderately bought makeup product that they never
use, 9.30% have mostly bought makeup product that they never use and only
1.16% mostly buy makeup product that they never use.

Also, participants that sometimes buy makeup product to appear like people
on social media captured 38.37% while 24.41% never buy it to appear like
people on social media. 17.445% mostly buy it to appear like people on social
media, 14.12% moderately buy it to appear like people on social media and
5.1% fully buy it to appear like people on social media.

Additionally, 30.23% of participants believe that makeup product slightly

changes their self-perception and self-steam. 22.09% think that it moderately

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changes their self-perception and self-steam, 20.93% believe that it doesn’t

change their self-perception and self-steam, 18.60% believe that it mostly
changes their self-perception and self-steam, and 8.14% believe that it mostly
changes their self-perception and self-steam.

Lastly, 33.72% of participants think that makeup moderately makes them

culturally accepted, 26.74% thinks that make up slightly makes them
culturally accepted, 22.09% believes that makeup doesn’t make them
culturally accepted, 9.30% believes that makeup fully makes them culturally
while 8.14% believes that makeup mostly makes them culturally accepted.

50 Not at all A little Moderately Mostly Fully

45
40
35
Percentage (%)

30
25
20
15
10
5
0
How frequently How much How frequently How often do How much How often do How does How does
do you buy money do you do you use the you consume times have you you buy the makeup change makeup makes
makeup for spend on makeup of the product bought makeup makeup your self- you culturally
yourself cosmetic product on a makeup? that you never products to perception and accepted?
weekly? products? daily base? use? appear like self-esteem?
people on
social media?

Fig. 4. Participant’s cosmetic purchasing behaviour

It can be seen from Fig. 5 that 37.21% of participants have a little bought new
makeup product to break their purchasing habit while 31.40%, 26.74%, 3.49%
and 1.16% of participants have never, moderately, fully and mostly bought
new makeup product to break their purchasing habit, respectively.

Secondary, 27.91% of participants have moderately decided to buy makeup

product to change their look while 25.56%, 22.09%, 19.77% and 4.65% have a
little, never, mostly and fully decided to buy makeup product to change their
look respectively.

Third, 27.91%, 25.58%, 20.93%, 13.95% and 11.63% of participants have

mostly, moderately, a little, never and fully went to a store while knowing
exactly what to buy respectively. Fourth, there are 41.86%, 22.09%, 18.60%,
13.95% and 3.49% of participant have a little, moderately, never, mostly and
fully not been able to decide what to buy when they entered the store
respectively.

Next, there are 32.55%, 31.4%, 18.6%, 11.63% and 5.81% of participant
sometimes, never, moderately, mostly and fully buy makeup product just
because they want to shop regardless of their needs respectively. Moreover,
34.88% of participants never buy the cosmetic product that they want to have
even though they don’t need it.

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FACTORS AFFECTING LEVEL OF IMPULSE BUYING: COSMETIC INDUSTRY IN K.S.A PJAEE, 18 (16) (2020)

While 33.72%, 18.60%, 6.98% and 5.81% of participant sometimes,

moderately, mostly and fully buy the cosmetic product that they want to have
even though they don’t need it, respectively. Finally, 32.56%, 30.23%,
20.93%, 11.63% and 4.65% of participants some time, moderately, never,
mostly and fully buy makeup product because they have an offer and/or
promotion, respectively.

Majority of the participants were female at the age of 20-29, the age of college
students, and studying for their bachelor degree. This statistical finding
illustrates that most of the cosmetics purchases are Saudi female. Thus, in
respond to the first study question cosmetics product is essential in among
them. However, the responses had shown that there are correlations between
impulse buying and the demographic questions (age, gender, occupation, and
level of education). The participants were asked about their monthly income,
since it showed the capability of purchasing. However, the result showed
similar answers for people with these incomes (0- 2000, 3000- 9000, and
10,000-29,000). Since most of the participants were students; so there must be
a misunderstanding in the question.
45 Not at all A little Moderately Mostly Fully
40
35
30
Percentage (%)

25
20
15
10
5
0
How frequently How many times How many times How many times How many times How many times How many times
have you bought did you decide to you went to store haven’t you do you buy do you buy do you buy
new makeup buy makeup to and you know decided what to makeup just cosmetics makeup products
products to break change your exactly what to buy when you because you want because you want because you had
your purchasing look? buy? then store? to shop to have it, even an offer and/ or
habit? regardless or your though you don’t promotion?
needs? need it?

Fig. 5. Marketing Factors Affecting Level of Impulse Buying

Saudi students receive a monthly allowance from the university which is

between (0-2000). Whereas, students who select their monthly income is
(3000-9000) could have another source of income. Lastly, students who stated
that their monthly incomes with an average of 10,000to 29,000, they answer
were based on the family’s income. Thus, this is a factor which affects these
students to whether be impulse buyers or not; since their purchasing power is
limited. There is no correlation between impulse buying and income, is valid.
Since, most of the people who purchase cosmetic have lower income, even
though they don’t spend much money on cosmetic, or considering make as
culturally accepted. Besides, participants don't buy the product weekly. Also,
the majority are conscious during their purchasing for makeups. So they do
care about cosmetics, but they give a little concern by buying items for
changing their look, to be culturally accepted, or anything related to their self-
esteem. For them, makeup is an accommodation, but not necessaries. Indeed,

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even though there are impulse buyers, there are still people who are carefully
planning and deciding before buying the cosmetic product.
CONCLUSION
The conducted study had demonstrated that, regardless of how many people is
impulse buying cosmetics, few people still buy based on their needs and plan
ahead before buying makeup products.
The majority of the participants in this study were at the age of 20-29, it’s the
youth age, where they do care about the appearance. It supposed to be the
highest age and most impulse buyers. However, income had shown the
correlation between customers and their purchasing power. There are some
factors affect the level of impulse buying such as Impulse purchase, factors
influencing impulse purchase, and visual merchandising. Lastly, these factors
affect consumers and consumers’ decisions, but in the other way, it helps
suppliers, retailers to increase their sales. Even though impulse purchasing has
its power of people, there is a portion of people who still have controls over
their purchasing.

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Nooshabadi, F. (2012). Factor Influencing Impulse Buying of Cosmetic Staffs:
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Patil, H., & BBakkappa (2012). The influence of culture on cosmetics
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